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Websites and advertisers can not prevent personal data from leaking in programmatic advertising. If not fixed, this will render consent to use personal data meaningless.
The GDPR applies the principle of transparency:[1] People must be able to easily learn who has their personal data, and what they are doing with it.
Equally importantly, people must have surety that no other parties receive these data.
It follows that consent is meaningless without enforcement of data protection: unless a website prevents all data leakage, a visitor who gives consent cannot know where their data may end up.
But the online advertising system leaks data in two ways. This exposes brands, agencies, websites, and adtech companies to legal risk.
How data leakage happens
If “programmatic”advertising or “real time bidding” was ever a mystery to you, take 43 seconds to watch this PageFair video.…